A. DEPTH INTERVIEWS
- 20 depth interviews lasting 1 - 1,5 hours
- ’Ethnographic’ method: readers would flick through the
magazines and comment freely their feelings, opinions,
reactions - The magazines were filled with ads that already had got very
good reading and attention values (and some not so good, for
comparison) throughout the year - Magazines used: Auto Bild, Tuulilasi, Tekniikan Maailma, Oma
Aika, Me Naiset, Olivia, Meidän perhe, Vauva, Talouselämä
B. SEMIOTIC ANALYSIS
- The same ads were analyzed semiotically
- What kind of colors, forms and visual compositions are
attractive in interior decoration and why? - What kind of stories appeal to the readers in ads?
- What kind of mythical material is effective in car ads
What makes the best ads best in cars
Valores Consult
http://www.semiotiikka.com